THE WHAT? Unilever has thrown its support behind South African Athlete Caster Semenya, who was banned from defending her 800-metre gold medal at this year’s Olympic Games in Tokyo, as part of a campaign for its Lux brand.
THE DETAILS Having been prohibited from competing due to a genetic condition known as hyperandrogenism, which means she produces a higher-than-average level of testosterone, Semenya is challenging the decision at the European Court of Human Rights.
As part of the Born This Way campaign for Lux, the personal care giant has created an animated character of Semenya, with the message that women shouldn’t be judged on how they look or be ‘stripped of who they are.’
Lux has also created a petition to overturn the World Athletics ruling.
THE WHY The new campaign is part of Unilever’s wider global drive to help women fight sexist judgement while expressing their femininity unreservedly.
Severine Vauleon, Global VP of Lux, said, “It pains me that women still constantly get judged for how they look and choose to express their femininity. Caster is an inspiration for women everywhere, to rise above the judgements of others and express their beauty fully and authentically. At Lux, we believe that beauty should be a source of strength rather than a source of judgement.”